Bài thuyết trình của Mr. Tom Simpson - Trưởng bộ phận truyền thông số (Head of Digital) thuộc Mindshareworld, công ty thuộc GroupM tại Hội nghị Định hướng tiếp thị trực tuyến 2013 tổ chức ngày 29/11/2012 tại HCM. Chi tiết Hội nghị xem tại http://hoinghi.marketingonline.vn
10. The landscape is changing fast
88% 88%
86%
73%
67% 67%
63%
55%
51%
2008
45%
40%39% 2010
34% 36% 2012
21%
15% 14%
11% 12%11% 11%
5% 7% 6%
TV Daily Cable TV Newspaper Magazine Radio Daily Cinema Outdoor Daily Internet Daily
Daily Daily Daily Monthly
10 Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45
11. Internet consumption has grown over the past 5
years, as time spent watching TV has declined
140 134 Average Minutes Spent Per Day
124
84
74
39 44
32 34
17 22 16 16
14 13
All Television Newspaper Magazine Radio Internet
2008 2010 2012
Although time spent watching TV is decreasing, people increasingly watch TV
online and/or on mobile device.
In 2012 19% of urban adults has watched LIVE TV online in the last
month, (15% in 2010). These people mostly watch on the internet
(16%), followed by on mobile phones (4%), and on iPad/ Tablet (1%).
11 Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45
12. The increase in time spent online compared with time
spent watching TV is most visible amongst Men 25-34
M 16-24 F 16-24
147
130 135 126 127 137
126
117
102 104
85 2008
2010 63
2012
TV Internet TV Internet
-4min +42min -21min +41min
M 25-34 F 25-44
134 146
136 129
118 113
103
81
45 57
42
22
TV Internet TV Internet
-21min +58min -17min +35min
12 Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45
13. Changing attitudes towards media and advertisement
The last 5 years
2012 41
“TV commercials show a
provide truthful 2010 48
information” 2008 50
downward
2012 49
trend in trust in
“I trust TV news to advertisement
2010 57
report accurately” and traditional
2008 62
media.
2012 47
“I trust newspapers to
report accurately” 2010 51 Urban adults don’t
2008 55 just believe what
2012 43 they are being
“I like watching TV told anymore.
2010 49
advertising”
2008 61 The number of
people who like TV
2012 60
“I have less and less
advertising has
2010 54 dropped
trust in companies and
brands” 2008 53 significantly
0 20 40 60 80 %
13 Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45
14. The decreasing trust in traditional media goes
alongside an upward trend in online media
Across the Asia-pacific region, Vietnam has the
Social network
% penetration highest video viewing penetration: 89.8%
reach of web population*
80 72
70
60
50
38
40
30
20
20
10
0
2008 2010 2012
Vietnamese people are curious and they actively look for information themselves.
Social media serves as an expansion of WOM: People share opinions, ask
questions and so they look for their own truth, not the truth of the advertiser.
14 Source: 3D 2012 (1,790), 2010 (1,575), 2008 (1,282) urban adults aged 15-45 who use the internet
* ComScore Data Gem
15. 134 minutes online per day
63% of all adults has used the internet in the last 3 months. These adults go
online 26 times a month and on an average day they spend 134 minutes online.
% Internet penetration % Time of day usually go online
100
90 84 70
80
80 72 60
70 63
60 50
50
47
40
40 37
30 30
20 20 23
10
0 10
All M 16- F 16- M 25- F 25- 0
adults 24 24 34 44
Internet penetration is skewed
towards the young audiences
15 Source: 3D 2012 Base: 3,010 urban adults aged 15-45, of who 1,790 use internet
16. 72% of adults has a social network
72% of online adults has a social network. On average, these people visit their
social network(s) 27 times a month.
% Social Network penetration % Social Network have a profile on
100 90 84
84 7774 7978 78
90 79 80
80 72 68 70
70 62 58 57
60
60 50 45 42
50
40 30
40 26
30
30 17 16
20 20 14 13
10 10
0 0
All M 16- F 16-24 M 25- F 25-44 M16-24 F16-24 M25-34 F25-44
adults 24 34
Yahoo! Facebook ZingMe Google+
Having a social network is Amongst the older adults, Yahoo! has a definite
skewed towards the younger lead over Facebook, whereas amongst the
online adults younger adults, Yahoo! and Facebook are
almost evenly popular.
16 Source: 3D 2012 Base: 1,790 urban adults who use internet, of who 1,253 social network
17. Mobile Internet
51% of the online adults use mobile internet, with an average of 27 times a
month.
% %
Mobile internet penetration Time of day use mobile internet
50
100
90 40
80 30 30
22
70 20
59 61
60 52
51 10
50 44
40 0
30
20
10
0
All M 16-24 F 16-24 M 25-34 F 25-44 Using mobile internet is quite spread over
adults the day, which is the convenience of going
online on your phone
17 Source: 3D 2012 Base: 1,790 urban adults who use internet, of who 996 use mobile internet
18. People read newspapers cross platform
%
90
80 More females than males read hard copy
80 newspapers, whereas males are more likely to
70 read a newspaper website than females.
60 56
Reading the news via app’s is still very low
50 amongst Vietnamese adults. Males, and especially
40 young males, are more likely to use newspaper
30
apps.
20
10 5
2 2 2 2
0
A hard copy Newspaper Smartphone iPad/tablet Shared links Email Other
website app app bulletins
All adults M16-24 F16-24 M25-34 F25-44
18 Source: 3D 2012 Base: 2,118 urban adults who read/buy newspapers
19. …and magazines
More females than males read hard copy
% magazines, especially the 25-45 females. Males are
100 more likely to read a magazine online than
females.
90
82
80
Reading magazines via app’s is still low, but there
70 is a skew towards the young females and males.
60
48
50
40
30
20
10 7
2 3
0
A hard copy Magazine website Smartphone app iPad/tablet app Other
All adults M16-24 F16-24 M25-34 F25-44
19 Source: 3D 2012 Base: 898 urban adults who read/buy magazines
20. Radio is consumed through mobile phones
32% of the urban adults has listened to the radio in the last month. These
adults listen to the radio 20 times a month, for an average of 50 minutes.
Radio stations listened to HCMC
in last 7 days
How usually listen to the radio VOV Giao Thong 66%
Voice of HCM 48%
4% 3% Voice of Binh Duong 33%
Xone FM 17%
14% 46% VOV1 16%
16%
18% Radio stations listened to Hanoi
in last 7 days
VOV Giao Thong 50%
By mobile phone On a radio cassette VOV1 38%
Through a radio set Via public loudspeakers Voice of Ha Noi 27%
In car/ taxi On the internet
VOV3 19%
Xone FM 8%
20 Source: 3D 2012 Base: 922 urban adults who listen to the radio
HCMC (331), Hanoi (126)
22. The lines between the real and virtual worlds are
disappearing
The lines between the real
and the virtual world are
disappearing
23. What we as marketers call digital has just been absorbed
into consumers daily lives
Mail is just Email or Messaging
Music is just MP3
Photo Albums are just Facebook
Videos on Tablet, PC or Mobile are just the new TV
Conversations are on Facebook
Games are just played online, with friends, in social networks
Mobile phones are just something they use to pass the time when they
are bored, and they use them to interact with whatever is around them
24. Our customers are the best integrated marketers out there
Your customers do not see the lines we see between channels
They do not perceive how you communicate with them in the digital
space as separate to the real world
They are experts at connecting the two together already
What they see on TV or Posters or in Newspapers, or at an event, or
anywhere else in the real world they share and act on online
That is the biggest opportunity in 2013
26. In the technology revolution, things change daily
1. Content is now more liquid
2. Communication is always on
3. And advertising is about Orchestration, not just Integration
Post digital communication
is “always on”
POE is built on the idea that advocacy drives successful business and that the internet has changed everything especially the way people have relationships with brands. In the centre the brands owned assets are represented with one of them being more prominent as the hubOn the left the key paid media channels are highlighted and the on the right the earned platforms are shown.The arrows show the direction of flow around the brand’s comms ecosystem
It’s a challenge the industry frequently faces quite often especially amongst brands with limited resources or a very traditional view of communications. In their simplest form, legacy media strategies for traditional outlets may become a one dimensional list defining which executions run on which TV channels or newspapers with what frequency. Transpose this to digital, and we get a list of search keyphrases and household-name websites.In response to this, a colleague of mine Nick Fawbert of Third Space based in Singapore recently christened it a ‘cargo cult’ strategy.A cargo cult, is a quasi-religious movement that started to appear among some Pacific islanders around a century ago with the advent of serious international trade in the region. It reached a peak after the Second World War, when the islands had become saturated with the foot soldiers of various warring nations.The technologies islanders were exposed to were so far beyond their experience (particularly those delivered by aircraft) that the locals decided they must be of divine provenance as a reward for good behaviour. They also became somewhat tetchy that these assets seemed to be hoovered up by foreign forces, and came to the conclusion that this must be down to the particular forms of worship they engaged in.Post-conflict, these regular cargo deliveries quickly ground to a halt, and the foreign forces departed, leaving behind a local population now hooked on tinned spam and socket sets.To attract the deliveries back once more, islanders determined to emulate the foreign religion, and built runways, airports, and control towers out of straw and bamboo. One even went so far as to fashion a headset complete with ariels of bamboo for the ground crew. They developed rituals that entailed copying military routines like square bashing, and painted US flags on their bodies in all the appropriate places.Thus the ‘cargo’ cults were born.They were, of course, despite their comprehensive recreation of the airport experience, totally useless.So why do I bring this up at the beginning of a conference? Looking at Effective communications strategy by emulating the outward manifestations of successful campaigns, but without understanding the infrastructure and ecosystem that are necessary to support it.At the root of it all is the work that goes into establishing a unique value proposition—recognition of the contribution all assets can make at all levels of a company from research and design through manufacturing, distribution, retail and customer service.CRM for example is often dismissed as something for the “techies”Lest we forget, some of the most successful digital campaigns of recent years, such as Dell Storm, are those that have integrated the customer into the creation and sales process through dialogue and crowdsourcing.Those relationships are business critical. Good customer relationships improve business performance by enhancing customer satisfaction and driving up customer loyalty. This increases frequency and value of purchases.The telecom industry sees a 10 per cent increase in customer satisfaction generating a 2 per cent rise in customer retention and a 3 per cent rise in revenues. Volvo discovered that a one-point increase in customer satisfaction results in a 4 per cent increase in dealer profitability, because they don’t have to work so hard to make the next sale. Lexus calculated that each ‘delighted’ customer (their metric) makes them an average of S$1.2 million in sales recommendations.